European Journal of Physical Education and Sport Science
ISSN: 2501 - 1235
ISSN-L: 2501 - 1235
Available on-line at: www.oapub.org/edu
10.5281/zenodo.60022
Volume 1│Issue 1│2015
IDENTIFYING PRIORITIZATION AND COMPARING
THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Maryam Rahmani1, Ali Mohammad Amirtash2*
1,2
Department of Sport Management, Science and Research Branch,
Islamic Azad University, Tehran, Iran
Abstract:
The aim of this study is to identify Prioritization and compare the factors of creating
demand in the Premier League volleyball. The study, in terms of how data were
collected, was a descriptive survey. The sample consisted on 340 members of Premier
League of volleyball and sports management experts. To collect data from field, a
standard questionnaire Bion and colleagues (2010) was used, questionnaire with 17
questions on a Likert scale of five components that measures market demand. For data
analysis, descriptive and inferential statistics (Kolmogorov-Smirnov test, Friedman test
and independent t-test) with the help of software SPSS (version 18) was used. The
results showed that, in order to promote factors, the opposing team, economic
considerations, planning and other team are the most important factors of demand in
the Premier League volleyball. It is recommended a planning of organizing policies and
an adjustment of their actions based on the Prioritization of volleyball using marketing
efforts of qualified personnel or consultants in order to see a growing presence of
spectators in the Premier League Volleyball.
Keywords: market demand, promote, the opposing team, economic considerations,
planning, home team
1.
Introduction
Nowadays the sport has entered to the field of knowledge, economy and art by offering
new social values. The latent and apparent attraction derived from this transformation
has caused stimulating feeling and the creation of specific trends among all
communities toward sport events (Sajjadi et al). Among activities related to the sports,
Copyright © The Author(s). All Rights Reserved
Published by Open Access Publishing Group ©2015.
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
we can refer to watching sports competitions, a place that thousands of enthusiastic
people attended. Therefore, the sport spectators constitute a significant percent of sport
consumers, such that Hansen and Gautheir (1992) are saying: the most important factor
in the promotion of professional sport is increasing the number of spectators. The
spectators have special importance for each sport league and are considered as the most
important capital of a professional sport club because in addition to giving identity to
sport leagues by purchasing ticket, have the more prominent role in the income of sport
leagues. In one hand Morrow (2001) believes that without spectators the sport have no
attraction. And the more attendance of spectators in the races causes to increasing
attractiveness in the atmosphere of the stadium even a part of attraction of sport in the
media is due to a space that the presence of spectators create in the stadium which this
affaire causes to increase tendency of sponsors for advocating of clubs, such that the
sport managers are going to increase the presence of spectators in the games and create
loyalty fans Neale et al (2006).
With respect to the formulation of win-win relationship between sport and
spectators, that is attention on needs and requirements of spectators and on one hand
and the incomes of sport institutions from the other hand, using the marketing
techniques would become inevitable. This is the duty of sport marketers that by study
and explore the needs of consumers, analyzing the process of their behaviors and
identify effective factors on their management, have more attention to the taste of target
market which they are different with each other in terms of age, income, marital state;
meanwhile, one of the target markets and audiences of sport organizations, are
spectators and fans which encourage and stimulating them for more attendance is
considered as the main goals of marketers (Masomi, 2008).
In fact answering, the question is: what factors are effective in attendance of
spectators have most importance for marketers of sport competitions. If effective factors
in the attendance of spectators are evident and specified, the sports marketers would be
able to design to more efficient marketing strategies for attendance of spectators in the
stadium (Fallahi, 2009).
Different studies in the different communities and countries and in the different
sport fields have focused on study and identifying consuming behaviors of spectators
and have investigated the different aspects of this behavior and identified the various
internal and external factors about effective factors on spectator attendance which
among them we can refer to attraction factors such as :the position of in the league table
and star players (Abel & Sandra, 2007, Greenwell et al, 2008, Caro & Garcia, 2009),the
stimulating factors such as giving identity to the team (Damon et al, 2009, Lo´peza et al,
2012), the economic factors such as the price of the ticket (Rishe & Mondello, 2004,
European Journal of Physical Education and Sport Science - Volume 1 │ Issue 1 │ 2015
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Pease & Zhang, 2009, Raeesi et al, 2013) and demographic Factors such as age, gender,
race and marital state(Armstrong & Pretto, 2004, Mathius et al, 2010). All of these
studies are doing in order to achieving a goal: what it is possible to increase the
demands of sport customers (spectators) to purchase sport products (sport
competitions)?
One of the most important duties of every marketing manager is creating
demand, adjusting the level of demand, timing it and offering specification of demand
to access goals of the organization. Trail & Gibson (2005) explained that the demand of
the market in the sport is a collection of essential structures that is related to the game
and this a thing that a sport team can give to its careful customers; in fact, a collection of
factors matched with games that a professional sport team can offer to the spectators. In
other words, the variables of market demand consisted of the specifications of the main
market variables that are directly connected with implementation of sport team, sport
table and ticket sell. Byon et al (2010) offered a pattern of the factors of creating market
demand in the sport that includes five components of domestic team, opposing team,
economic considerations, promotion and planning which constitute the conceptual
model of the present study.
Different studies in the different sport fields focused on the factors of creating
market demand, identifying the behaviors of spectators and investigating the different
aspects of this behavior. Yen and Teng (2015) in a research examined the effect of
effective factor on the intention of foreign spectators for participate in the professional
baseball league of Korea; results indicated that from the view of spectators the leisure
time, the services during events, the performance of teams have a significant effect on
the intention of attendance of spectators in the stadiums.
Mahdenoor et al (2014) in a research with title The effective factors on attendance of
spectators in the Malaysia super league by using Bootstrap linear model indicated that we
can conclude from selected model that the performance of teams especially the
domestic team and the percentage of wined games by the host team are important
factors that can influence the attendance of spectators in the competitions.
Theodorakis et al (2013) in a research with title Predicting the behavioral intentions
of spectators in the professional football: the role of the quality of services and customer
satisfaction knew useful two factors of the quality of duty and the quality of the result
on the customer satisfaction. Also, they were believed that the qualities of duty, the
quality of result and customer satisfaction are all effective on attendance of spectators in
the stadium. Sharifi
in a research with title Compare and prioritize the factors
affecting market demand from fans view football and wrestling leagues in the city of Tehran
with AHP method found that among five effective factors in creating demand of market
European Journal of Physical Education and Sport Science - Volume 1 │ Issue 1 │ 2015
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
and planning, economic considerations, domestic team, promotion of the game and
opposing team have the most importance, respectively. Gholami et al (2013) in a
research with title Identify factors affecting the football fans in stadiums found that every
4 economic factors the attractiveness of the game, prioritize of the spectators and
existing facilities and amenities are effective factors on the presence of football
spectators.
The lack of spectators at matches has always been as a problem and increasing
them have always been raised as a challenge: so that the marketer and managers of
many clubs and even marketers and researchers in various fields of marketing with
their studies are trying to clarify the various aspects of this problem. Taking advantage
of the marketing approach to attract fans is an attempt that developed countries in the
field of marketing have started before Iran. The place of the stadium which are empty
from spectators and lack of interest from different sport competitions in Iran and even
in the premier league represents very well this issue. On one hand existence of few
researches in Iran shows that less attention has given to attendance of spectators and
recognizes the effective factors on attendance and lack of attendance the different sport
competitions and in the football, limited researches have been done. Apart from
football, the other leagues during recent years have been considered which we can refer
to volleyball league. It seems that promoting the position of Iran’s volleyball in the “sia
and world has increased the number of fans of this field. Also looking to sport
programs in the Iranian media indicates that the broadcasting of sport competitions of
volleyball field has been increased. Thus, it seems that the contexts of doing different
researches id provided in this field.
In this regard, the general goal of the current study, is compare the creating
factors do market demand in the premier league of volleyball in the view of spectators
and experts of sport management.
Material and Methods
The study, in terms of how data were collected, was a descriptive survey. The
population of the study is spectators of volleyball premier league and sports
management experts. The purpose of sports management is those who have PhD
degree in sports management that are 300 individuals. The sample size for sports
management experts were estimated using Morgan table. Thus, the number of sample
statistics for sport management experts obtained 170 people. From the other hand 170
spectators of premier volleyball league as statistical sample will complete the
questionnaires of the research.
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
The method of sampling for spectators was randomly and stratified such that in
the eighth weeks of competitions in the preliminary level which 6 matches will be done
the 30 questionnaires in each match would be distributed and collected. The sampling
method for experts of sport management was randomly.
For data collection the standard questionnaire of Bion et al (2010) were used. This
questionnaire in the 5 value scale of Likret was measured with 17 items of the factors
creating market demand in 5 components of domestic team (3 items), opposite team (5
items), economic considerations (3 items), promoting game (3 items) and planning (3
items). In the foreign researches, its design and validity has been confirmed in different
sport fields. Haydari (2013) has validated and localized this questionnaire in Iran.
However, for more precaution the validity of questionnaire was confirmed by 11
specialists and masters of sport management experts who were active in the field of
sport marketing and fans management. By using Cronbach alpha the general reliability
of research tool was obtained 0.83. The analyzing was done in two levels of descriptive
and inferential statistics. in the level of descriptive statistics has used tables and figures
of frequency, percentage, mean and standard deviation and in the level of inferential
statistics the Structural Equation Modeling was used. This calculation has done with
Lisrel software (version 18).
Findings
Table 1: Results of Kolmogorov-Smirnov test to determine the normal distribution of data
Variable.
Domestic
Opposing
Economic
Index
Team
Team
Considerations
Z
Sig
N
Promoting Planning
Demand Of
The Market
1.28
1.013
1.175
1.353
1.154
0.669
0.073
0.265
0.127
0.051
0.139
0.762
170
170
170
170
170
170
Results of Table 1 shows that since the meaningfulness level of the main variable of
study (demand of the market) and its dimensions (Domestic team opposing team,
economic considerations, promoting, planning demand of the market) is more than
0.05. Therefore, the distribution of data is normal and parametric statistic is used for
data analyzing.
European Journal of Physical Education and Sport Science - Volume 1 │ Issue 1 │ 2015
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Table 2: Prioritize the factors creating demand in the Premier League volleyball
Create demand
Average
Rank
Chi2
sig
grade
Domestic team
The grade of favor team in the
10.32
930.35 0.001
table
Celebrity of favor team
The loss and win records of favor
8.84
10.24
team
Opposing team
Celebrity of opposing team
9.93
The general performance of
9.07
930.35 0.001
opposing team
The general quality of opposing
9.44
team
Exciting and attacking game of the
8.78
opposing team
Economic
considerations
Promotion
Ability to purchase a ticket
8.79
The price of personal ticket
9.46
The promotion of sell(prizes and
9.07
sweepstakes)
Direct informing of the
4.55
game(email, message)
enough advertising about the
8.94
9
game
Planning
The time of game at appropriate
5.05
days of the week
Announcement of the whole
9.76
program before the start of the
league season
Holding match at the appropriate
8.32
time during the day
According to Table 2, the grade of favor team in table, The loss and win records of favor
team, the celebrity of opposing team, The time of game at appropriate days of the week
and ability to purchase tickets were, respectively, the more important factors of create
demand of market in the premier league of volleyball.
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Table 3: Compare the related factors with domestic team from the view of spectators and sport
management experts
Levels
M
SD
t
Sig.
level
Spectators
3.30
0.71
Sport management experts
3.96
0.72
Total
3.96
0.72
-0.76
0.44
Results of Table 3 shows that, since the obtained meaningfulness level (sig=0.44) is more
than 0.05. Therefore, there is no meaningful difference between spectators and sport
management experts in terms of domestic team factor in create market demand in the
premier league of volleyball.
Table 4: Compare the related factors with opposing team from the view of spectators and sport
management experts
Levels
M
SD
t
Sig.
level
Spectators
3.79
0.70
Sport management experts
3.83
0.71
Total
3.81
0.70
-0.47
0.63
According to Table 4, since the since the obtained meaningfulness level (sig=0.63) is
more than 0.05. Thus, there is no meaningful difference between spectators view and
sport management experts in terms of domestic team factor in create market demand in
the premier league of volleyball
Table 5: Compare factors related to economic considerations from the view of spectators and
sport management experts
Levels
M
SD
t
Sig.
level
Spectators
3.36
0.66
Sport management experts
3.43
0.68
Total
3.40
0.67
-0.88
0.37
Results of Table 5 indicates that, since the since the obtained meaningfulness level
(sig=0.63) is more than 0.05. Thus, there is no meaningful difference between spectators
view and sport management experts in terms of economic considerations factor in
create market demand in the premier league of volleyball.
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Table 6: Compare the related factors with promotion from the view of spectators view and
sport management experts
Levels
M
SD
t
Sig.
level
Spectators
2.89
0.64
Sport management experts
2.93
0.70
Total
2.91
0.67
-0.64
0.52
Results of Table 5 indicates that, since the since the obtained meaningfulness level
(sig=0.52) is more than 0.05. Thus, there is no meaningful difference between spectators
view and sport management experts in terms of promotion factor in create market
demand in the premier league of volleyball.
Table 7: Compare the related factors with planning from the view of spectators view and sport
management experts
Levels
M
SD
t
Sig.
level
Spectators
3.40
0.60
Sport management experts
3.45
0.59
Total
3.43
0.59
-0.84
0.39
Results of tale 5 indicates that, since the since the obtained meaningfulness level
(sig=0.39) is more than 0.05. Thus, there is no meaningful difference between spectators
view and sport management experts in terms of planning factor in create market
demand in the premier league of volleyball.
Table 8: Compare the factors of create demand from the view of spectators and sport
management experts
Levels
M
SD
t
Sig.
level
Spectators
3.51
0.49
Sport management experts
3.56
0.50
total
3.53
0.49
-0.94
0.34
Results of tale 5 indicates that, since the since the obtained meaningfulness level
(sig=0.34) is more than 0.05. Thus, there is no meaningful difference between spectators
view and sport management experts in terms of factor of market demand in create
market demand in the premier league of volleyball.
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
Discussion and Conclusion
The purpose of this study was identifying, prioritizing and comparison the factors of
create demand in the premier league of volleyball from the view of spectators and sport
management experts. According to Bion et al (2010), these factors included five
categories of domestic team, opposing team, economic considerations, promotion and
planning. In comparison with view of sport management experts and spectators, it was
identified that there was no meaningful difference in none of the above factors. These
results shows that although lower than 10 percent of experts of sport management until
now attended in the matches of premier league of volleyball but their comments were
similar to spectators there was no a gap among their views and the scientific experts are
aware of needs of spectators. In this regard, there was not found a base of foreign
research which had compared the views of spectators and scientific experts about
spectators.
In the domestic component, the grade of favor team in the table, the records of
loss and win of favor team and the celebrity of favor team, respectively had more
importance in create demand in premier league of volleyball. About domestic team, the
priority of factors was consistent completely with Christean et al (2010) research.
According to Christian et al (2010), the importance of domestic team can be assigned to
seeking the identity of a person that shapes from a sense of belonging to a group. If a
fan belongs himself to a powerful team as a result he belongs the success of a team to
himself. Hasanzadeh (2005) stated that whatever the position and power of a team be
high the athletes also have this state and the spectators would be more attracted, as
well.
Trail et al (2008) stated the failure of a team as one of the major challenges
attendance of spectators. Bauer et al (2008) stated that the reputation, credit and the
value of a club have special impact on the attitude of spectators and even their
behaviors. Therefore, if the managers of a team take attention to the components of
strengthen the teams for example in the transfer session take more attention to attract
star players and coaches, the can strength the interest to the team. And increase the
value and reputation of the team by make branding.in this way they could raise the
level of spectator’s attendance in the games and use from more spectators as an engine
for other sources such as sponsorship. In the component of oppose team, the celebrity of
oppose team, the general quality of oppose team’s players, the aggressive play of the
oppose team and the technical quality of oppose team are the most important demand
factors in the premier league of volleyball. In this regard, Raeesi et al, (2011) stated that
European Journal of Physical Education and Sport Science - Volume 1 │ Issue 1 │ 2015
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
the existing of a star player in competition with known and traditional team can result
into attendance of spectators.
Nemati et al (2011) found that the attractiveness of a game and the
unpredictability of the game are effective on the attendance of spectators. Thus the
authority of the organization of volleyball league should increase the balance of the
league by logical codification of regulations especially in regard with transfer of
players.in the economic consideration component the ability to purchase ticket, the
price of ticket and discount in the price of ticket, respectively were the more important
factors of create demand in premier league of volleyball. Peace and Jhang (2009) stated
three factors of attractiveness, economic and planning as the most important effective
factors on attendance of spectators.
In a Fallahi study (2008) among economic factors, the facilities of the stadium,
dependence to team, encouragers, entertainment, oppose team and aggressive, the
economic factor has the most impact on the attendance of spectators which is
inconsistent with the results of research. The high price of the ticket in the football
matches can be a reason for this inconsistence. in the planning component, the time of
game in the proper days of the week, announcement of whole program of the session
before starting the league and holding the game at the proper hours, respectively were
the most important factors create demand in volleyball league. In the Elahi study (2008)
as well as, the timing factor had low importance in comparison with other factors.
Results of Karo et al (2009) study showed that about spectators who considered
as fans and they come to stadium for advocating the favor team, the planning has no
meaningful relationship with tendency to attendance and these spectators are attendees
whenever the matches be hold. In Nemati et al study (2012) although the planning
factor (the precise planning, the time and place of games, game at weekends, the
weather conditions and access to parking) has causal meaningful relationship with the
tendency of presence of spectators but after economic and attractiveness factors had
third priority. As well as Raeesi et al (2013) found that regularly holding of matches has
positive impact on attendance of spectator in the stadium although is not a more
effective factor. In the promotion component, existing proper advertisement in the
game and promoting sale (giving rewards, music and lottery) were respectively, the
most important factors of create demand of the market in the premier league of
volleyball. The promotion component had low importance in the factors of create
demand.
Grinol et al (2009) found that encouraging factor it only has a powerful relation
to the tendency of presence in a group of spectators who come to stadium only for
spending leisure time and even they be fan of a team they have no special bigotry to
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Maryam Rahmani, Ali Mohammad Amirtash IDENTIFYING PRIORITIZATION AND COMPARING THE FACTORS OF CREATING DEMAND IN THE
IRANIAN PREMIER LEAGUE OF VOLLEYBALL
that, but about spectators who are fan of a team zealously, the stimulating factor has no
meaningful relationship with tendency to attendance. Patton and Burlington (2004)
knew the existing the entertainment and fun programs in the stadium as a cause of
presence of people with their family. Aminuddin and Lee (2008) considered a proper
informing as one of the most important components of the quality of sport event
services which affects the tendency of presence of spectators. Therefore although the
promotions such as fireworks, the commodities of the stadium, gifts, aside events and
music is attractive for spectators but the fans attendant to the stadium to see the
continuously success of their team.
In prioritizing, the creating of factors of market demand in the premier league of
volleyball determined that factors of domestic team, opposing team, economic factors,
planning and promotion were the most important factors respectively. This results were
consistent with results of Masomi (2008),Emadi (2014), Wang et al (2011) but it was
conflict with result of researches of Nemati et al (2012) which in their study the
economic factor was the most important factor on attendance of spectators. May be the
cause of this conflict is existence difference of statistical community of the study, since
this studies are more done about spectators of football game and is adverse with
statistical society of current study which is volleyball team. In fact watching football
matches requires higher price of ticket and difficult access, so that in the recent years,
free of watching the games of clubs of Perspolis, Esteghlal and Taraktorsazi had
significant impact in the increasing of spectators. But in the premier league of
volleyball, watching games is cheap even in some cases it is free, such that the teams of
Tehran due to not having spectators provide facilities such as dress, bus and nutrition
of students. In this respect, the economic considerations in the volleyball league had
low importance.
Finally according to results of this study, the factors of domestic team, opposing
team, economic considerations, planning and promotion were respectively the most
important factors of create demand of market in premier league of volleyball which
recommend that planners and holders adjust their policies and measures on the base of
this priorities to be witnessed of increasing presence of spectators in premier league of
volleyball.
Although recommend that the organization of volleyball league and sport clubs
in their planning’s and marketing measures use of specialist people in the position of
implementation and counselor.
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